In a bold move to inspire beauty and resilience, Japanese beauty powerhouse SHISEIDO has launched an exciting new campaign in Hong Kong, spotlighting the dynamic boy band MIRROR. This initiative promotes the latest version of their acclaimed Ultimune serum under the banner of the #FullBloomBeauty campaign, which resonates deeply with the themes of strength and vitality.

Crafted in collaboration with top-notch creative partners including Omelette Digital, iProspect, and Pontac, this campaign is part of SHISEIDO's global initiative, “Freedom From Age.” The use of the camellia flower as a central symbol highlights its ability to thrive in tough conditions, mirroring the brand's philosophy that true beauty emanates from resilience.

The reimagined Ultimune serum leverages cutting-edge Power Fermented Camellia+ technology, aimed at bolstering skin immunity and combating the signs of aging through a unique memory T cell strategy. This innovative formulation promises to rejuvenate and revitalize, encouraging users to embrace their beauty at any age.

Andrea Choi, creative director at Omelette Digital, eloquently stated, “The term ‘全盛期’ has been traditionally used to define the peak era of an individual's life. We want to reshape this narrative, emphasizing that beauty transcends age. Everyone can embody the essence of full-bloom beauty, radiating strength at every stage of their journey.”

The collaboration with MIRROR, featuring Keung To, Anson Lo, Ian Chan, and Edan Lui, continues to flourish as they appear in poignant video stories reflecting on their personal resilience journeys and how these experiences relate to the camellia. Individual videos spotlight each member’s insights on overcoming challenges and their experiences with Ultimune, creating a relatable connection with fans.

To amplify its message, SHISEIDO has launched widespread out-of-home advertisements across the bustling cityscape of Hong Kong, ensuring the #FullBloomBeauty ethos reaches a vibrant audience. Excitingly, for a limited time, the brand is offering exclusive MIRROR-themed collectibles with purchases, enhancing the connection between fans of the boy band and the beauty brand.

Moreover, captivating teaser videos showcase MIRROR members gazing toward the iconic IFC building alongside blooming camellias, building anticipation for an upcoming SHISEIDO pop-up event. This experiential event invites beauty enthusiasts to join in the celebration of resilience and aesthetics, cementing SHISEIDO's commitment to empowering individuals to embrace their unique beauty.

So, get ready to unfold your full bloom potential with SHISEIDO and MIRROR – because true beauty never fades!